A STUDY ON GROWTH OF E- COMMERCE IN INDIA
Mr. Praveen K S Naik, Ms Pallavi G S
Assistant Professors,
Dos in Commerce,
Pooja Bhagavath Memorial Mahajana PG Centre, Mysore.
ABSTRACT
Recent years have seen a remarkable transformation in the way India shops and trades. E-
commerce has taken the world of retail to different & remarkably new dimensions. The growth
was driven by rapid technology adoption led by the increasing use of devices such as smart
phones and tablets, and access to the internet through broadband, 3G,4G etc, which led to an
increased online consumer base. Furthermore, favored demographics and a growing internet
user base helped aid this growth.
Key words: E-commerce, growth, current scenario, major players.
Introduction
Electronic commerce, commonly known as e-commerce consists of the buying and selling of
products or services over electronic systems such as the Internet and other computer networks.
Contrary to popular belief, ecommerce is not just on the Web. In fact, ecommerce was alive and
well in business to business transactions before the Web back in the 70s via EDI (Electronic Data
Interchange) through VANs (Value-Added Networks). E-commerce can be broken into four
main categories: B2B, B2C, C2B, and C2C.
B2B (Business-to-Business)
Companies doing business with each other such as manufacturers selling to distributors
and wholesalers selling to retailers. Pricing is based on quantity of order and is often
negotiable.
B2C (Business-to-Consumer)
Businesses selling to the general public typically through catalogs utilizing shopping cart
software. By dollar volume, B2B takes the prize, however B2C is really what the average
Joe has in mind with regards to e-commerce as a whole.
C2B (Consumer-to-Business)
A consumer posts his project with a set budget online and within hours companies review
the consumer's requirements and bid on the project. The consumer reviews the bids and
selects the company that will complete the project. E-lance empowers consumers around
the world by providing the meeting ground and platform for such transactions.
C2C (Consumer-to-Consumer)
There are many sites offering free classifieds, auctions, and forums where individuals can
buy and sell thanks to online payment systems like PayPal where people can send and
receive money online with ease. eBay's auction service is a great example of where
person-to-person transactions take place every day since 1995.
Companies using internal networks to offer their employees products and services online--not
necessarily online on the Web--are engaging in B2E (Business-to-Employee) ecommerce.
G2G (Government-to-Government), G2E (Government-to-Employee), G2B (Government-
to-Business), B2G (Business-to-Government), G2C (Government-to-Citizen), C2G (Citizen-
to-Government) are other forms of ecommerce that involve transactions with the government--
from procurement to filing taxes to business registrations to renewing licenses. There are other
categories of ecommerce out there, but they tend to be superfluous.
Confining this study to B2C (Business-to-Consumer) where in the study remains purely
conceptual in nature and the data for the study is collected by various sources such as websites,
texts, journals and newspapers.
Objectives of the study (Confining the study to B2C)
1. To study the growth of e-commerce in India.
2. To analyze the future prospects of e-commerce in India.
3. To study about the Major players of E-commerce in India.
E-commerce in India
The rapid growth of e-commerce in India Over the last two decades, rising internet and mobile
phone penetration has changed the way we communicate and do business. E-commerce is
relatively a novel concept. It is, at present, heavily leaning on the internet and mobile phone
revolution to fundamentally alter the way businesses reach their customers. While in countries
such as the US and China, e-commerce has taken significant strides to achieve sales of over 150
billion USD in revenue, the industry in India is, still at its infancy.
Determinants of growth of E-commerce in India
Social Media: Majority of online buying decisions are made on Social Media. Social network
like Facebook, LinkedIn, Twitter, Google+, Pinterest etc have become a medium for easy log-in
and purchase. Moreover, the clients can stay updated via the posts published on this media.
Further, the advertising & promotions on these social sites has increased the chances of success
of generating transactions to many folds.
Drone Delivery: Companies have been working their way around to innovate the delivery
process to shorten human effort as well as time. The answer to these problems is Delivery by
Drones. DGCA is now fast tracking the process of issuing guidelines for the use of drones for
civil purposes in India. If everything goes as per the plan, then India might become the first
country in the world to allow the use of drones for civil purposes.
App only Approach: Statistics suggest the future of internet lies in mobiles. Experts say more
than 580 million people in India will use the Internet by 2018, and 70-80% of them will access
the Web on mobile phones. This will cause all major players to switch to app only model. About
two-thirds of its online traffic of Flipkart comes from users in small cities and towns. Flipkart’s
app-only approach assumes larger significance in these places where most people don’t own
desktop computers and have limited access to broadband.
Google's Buy Now Button: Google is reportedly working on its own “Buy Now” style button
that would allow e-shoppers search for products on Google and purchase them with a single
click, right through Google’s own search results page. The button will be displayed near
sponsored search results beneath a “Shop on Google” heading at the top of the page. When users
click on the Google’s “Buy Now” button, they will be re-directed to another Google page that
will allow them to choose specific item details, such as color and size, and then select a shipping
route. Google would then pass on order information including the customer’s name and shipping
address, to the retailer.
Artificial Intelligence: As the ecommerce space gets saturated, investors looking for innovative
use of technology are zeroing in on companies developing artificial intelligence (AI) solutions.
Jet Airways is experimenting with one such solution devised by Vizury. It sifts through the
individual’s public content on the internet, as well as the customer’s previous searches and
creates an instant profile. Based on this information, the airline knows whether to package hotel
deals, or simply stick with airfare discounts. The system also allows them to predict how likely is
it for the customer to upgrade, and how flexible would the customer be to change travel location
or date.
Flawless Shipping
Running an e-commerce store means you are open for business 24/7, to customers from all over
the globe.To retain and wow your customers, your entire supply chain, from manufacturer to
fulfillment centers to customer service must run like clockwork. Locally, a speedy delivery can
be accomplished by same-day delivery; next-day or 2-day shipping–international customers also
demand speedy delivery.
Future growth prospects of e-commerce in India
It is predicted that this year, 2016, online shopping will increase by 45%, resulting in $327
billion in sales.One reason for this is that more people are shopping online, an estimated 197
million, up from 167 million in 2012.The average online spend in 2012 was $1,200, but is
expected to rise to $1,700 by 2016, according to a Forrester report.
To keep up with the rapid rate of development, eCommerce is evolving almost every day.To
attract and retain customers, eCommerce businesses must keep up with trends in the industry. It
used to be that the cheapest seller won the sale; but slashing prices just doesn’t cut it anymore.In
today’s hyper-competitive market, standing out depends on how customers experience your
brand.
Major players in e-commerce in India
Flipkart is a leading e-commerce company and grab the first position after acquire myntra in a
deal of $3.1 billion. Flipkart was started by Sachin Bansal and Binny Bansal in 2007 and within
5 years company has become the leading e-commerce player of Indian market. Flipkart started
with online booking stores and later on it has added gadgets, electron items and apparels. In
these 5 years Flipkart is able to build bond of trust among buyers and because of this Flipkart has
achieve stunning growth.
Second place is grabbed by Fashion and you which was started in 2009 by Harish Bahl with
a motto to cater eminent designer’s collections under one roof. Over the years it become a
prominent brand in fashion &apparel industry and numerous top notch merchandise are
associated with it.
Snapdeal is placed at third position in the list of top 10 e-commerce companies in India.
Snapdeal was started by alumnus of IIT Delhi in 2010 and within 3 years capture huge share of
Indian e-commerce industry. Snapdeal has numerous product categories that include books,
mobiles, electronic items, apparels etc. Initially it was started as discount coupon website but to
capture growing ecommerce market Snapdeal has change their business model.
Fouth place is acquired by Myntra. Myntra was established by IIT graduates in 2007 and has
headquartered in Bangalore. Company works in niche market space of apparels and has tie up
with prominent brands.
Dealsandyou is placed at fifth placed. Dealsandyou is a deals website that brings discounted
deals of numerous day to day products. Deals help consumers to get discount and also increase
the sales of the sellers.
HomeShop18 is an online venture of Network 18 Group. It is an ecommerce website that sells
Mobiles, clothing, footwear, jewellery, beauty, books and toys. Numerous top brands like
Samsung, Nokia, Canon, Nikon, Sony are associate with HomeShop18.
HomeShop18 provides the facility to track the order and regularly send product dispatch status
on mobile and inbox. Online payment option through credit/debit cards also available on
website. To build healthy relationship with corporate, HomeShop18 offers heavy discount on
corporate gifting & bulk deals.
Yebhi.com is another well-known ecommerce company started in 2009 and within 4 years
become the establish player in ecommerce industry. Yebhi was started as BigShoeBazaar.com
and then changed its identity to Yebhi. After seen the potential in this company Nexus Venture
Partners and N. R. Narayana Murthy’s Catamaran Ventures invested 40 crore in this company.
Caratlane is a leading jewellery website in India that has product range from Diamond
Jewellery, Rings, Earrings, Pendants, Bangles, Necklaces, Nose Pins, Mangalsutra etc.
ShopClues is another growing ecommerce company which act as a marketplace between seller
and buyer. ShopClues provide delivery in more than 12,000 locations and offers payment
options like Net Banking, Credit cards, Debit cards, and Cash Cards. In 2013 ShopClues
awarded Best eRetailer of the Year by Indian eRetail Awards 2013
Tradus is the online venture of ibibo Group and counted among the top 10 ecommerce
companies of India. It has huge product range that include footwear, health & sports, watches,
mobile, tablets and computer parts etc.
Jabong
Founded in the year 2012 at Gurgaon, Jabong is leading fashion portal of India. They offer more
than 90,000 products, 200000+ Styles and over 2000 national and international brands of fashion
clothing, shoes, accessories and home-decor. They are very popular among young internet users
who are looking for branded clothes and other fashion products at discounted prices. They also
have an international store in the name of “Jabongworld.com”.
ebay India
eBay India is a 100% subsidiary of international top online e-commerce company - eBay Inc.
Started operations in 2014, They are among the biggest managed online e-commerce players in
the market with more than 2.1 million active users from 4000+ cities in India. They have more
than 1.1 million live product listings on their portal across widest 2,000 categories of products.
There are around 30,000 merchants sell their products annually on their website. It is said that a
cosmetic product sells every 1 minute, a TV sells in every 27 minutes, a car accessory sells every
1 minute on their portal.
Naaptol
Established in the year 2007, Naaptol started as price comparision website. In 2009, they started
their online marketplace and pitched their products to customers online, offline, newspaper
advertisings and via TV shopping. Their site has 90,000 visitors visiting them and conducting
5000 transactions a day, which generate daily sales of Rs.1.5 crores. Headquartered in Mumbai,
they deliver to all states and UT in India. Infact, it was first e-commerce company that uses the
services of “India Post” for their product deliveries.
Infibeam
Started in the year 2007, Infibeam is a leading online retailer for electronics, books, automobiles,
lifestyle and gifts in India. They started as automobile portal and later turned into online
shopping retailers. Their website has widest range of 1.2 Crore products across categories. They
also have their own logistics arm known as Infibeam Logistics, which delivers to all major
Indian cities. Headquartered in Ahmedabad, they have offices in Delhi, Mumbai and Bangalore
employing around 1300 strong professionals.
Limeroad
LimeRoad is India's leading online shopping platform for fashion and lifestyle products
exclusively for women shoppers. They have around 200,000+ products on sale and have wide
range of local vendor network with selling of local fashion products ranging from Kurtis, Sarees,
Salwar Suits, footware, accessories, women handbags & purses, kitchen products etc. The site is
popular among working women shoppers and their best selling products are kurtis which are
meant for official wear.
Pepperfry
Established in the year 2012, pepperfry is an online furniture and home decor marketplace. They
are different from other e-commerce sites and sell all type of furniture to give users
Amazon India
The US based e-commerce giant Amazon has launched its India operations in the year 2013.
They started in India with limited number of products and slowly they have captured the market
with their amazing offers on their extensive catalogues. They have merchant-amazon setup of
business model, where in merchants will sell their products on their site with a nominal fee
charges by the company. Amazon will provide delivery logistics to these sellers. They have
grown really fast in India and today they have more than 25 million products for sale on their
website which is larger than their major rivalry Flipkart.
Yepme is counted among top notch eCommerce companies of India. It was started in 2011 by
Sandeep Sharma, Anand Jadav and Vivek Gaur, alumni of IIT. Company has head office in
Gurgaon and has women and men apparels and shoes. User can buy products online from
website using credit/debit card. Company works across Tier1 and Tier 2 cities and has good
delivery network. To expend business company has received raised Series A investment from
Helion Ventures Partners.
Nykaa was started in the year 2012 and has head office in Mumbai. Company has more than
20,000 products online that user can order from 900 cities across the globe. Company was started
by Falguni Nayar who was the former managing Director Of Kotak Mahindra Capital Company.
Company has received funds of $3.2 million in June 2014. Also because of excellent work
company has won The Most Innovative Ecommerce Company by e-Tales Awards.
Koovs.com is a famous shopping website from where users can buy online clothing, beauty
whims, shoes, lingerie, bags etc. From company online website user can order fashion products
online from company website and can track the status of the order under Track Order tab.
Company also provides Cash on delivery facility under which user can order online and pay
once they receive the product.
CromaRetail.com is a popular shopping website that has thousands of retail outlets and pan
India and same products you can buy online from website. Company has huge product range that
includes Laptops, camera, entertainment, home appliances, kitchen appliances, gaming, cameras,
mobiles. All products order online will be deliver to customers 'with in 2-3 working days. From
company website you just need to login and can track complete details of your shipment.
ShoppersStop is another prominent retail outlet chain that started selling products online.
Company has hundreds of stores in PAN India and all are located in prominent locations. All the
well known brands has been selling products on website and store that includes brands like
Calvin Klein, Barbie, Being Human, Levis, L’Oreal, Ray Ban, Celio etc. From online website
you can order, track your order, can exchange the products that you have bought online.
Grabmore.in is another growing shopping website that sells everything from Jewellary to
appreal online. From company website you can buy the products of prominent brands like Sony,
Samsung, LG, Toshiba, Morphy Richards, Philips, Nikon, Canon, Panasonic, Apple, Nokia,
HTC, Belkin, Sandisk, Seagate, JBL, Skullcandy, Asus . Also have the payment facility of Net
banking, Credit/Debit card payment, EMI, Cash on Delivery etc. Company also provides the
option of Gift cards, that user can buy from company website and gift it to their friends.
Voylla Retail
Voylla is an e-seller of imitation jewellery and is quite popular among working women and
college going girls. The company started its journey in 2011 as portal for designer apparels.
Later they shifted their focus on jewellery and since then there is no looking back. This
Bangalore based company has its warehouse in Jaipur with 4500+ order per month which is
increasing month by month. From toe-ring to designer necklaces, they have everything up on
sale on their portal with massive discounts.
Rock n Shop
Founded in the year 2013 at New-Delhi, this e-commerce portal is slowly gaining popularity
among fashion lovers. Rock is a fashion e-magazine and shop is its e-commerce vertical offering
luxury shopping experience to buyers at their doorstep. They offer elite luxury brands from
around the world such as DVF, Chloe, Marchesa, Halston Heritage, Alice + Olivia, Dolce &
Gabbana, Victoria Beckham, Stella McCartney etc to Indian customers.
Welcome Cure
Founded in the year 2013 at New-Delhi, this e-commerce portal is slowly gaining popularity
This e-commerce portal is a completely new experience for Indian online buyers. The portal
offers reputed doctor’s consultation for patients. Patients can consult a doctor of their choice,
irrespective of region they live in. Currently, they offer Homeopathic Doctor’s consultation
only. They have many successful stories of patients recovered from their diseases.
School Guru
Established in the year 2012, Schoolguru is a leading company which handles Online Education
Management in Schools and Universities. Started with only a team of 5, they have grown to
125+ and revolutionized Indian Open and Distance Learning also known as ODL. They provide
complete start to end online learning solutions to Universities and schools. They recently
launched Mobile App based learning which is gaining popularity among students and
educational institutes.
Naturally Yours
Founded in the year 2010, Na Naturally Yours is first online organic products portal. They have
more than 100 products in 14 categories listed on their website. From last 5 years, they have
partnered with many farmers groups across country for their organic products. Their products
such as Rice & Millets, Organic Gifting, Seeds & Nuts, Pastas and wide range of ayurvedic
products are popular among buyers.
StalkBuyLove
StalkBuyLove is an online fashion retail portal which offers fashionable products inspired from
international trends, designs, styles and catwalks. They have Europe based fashion experts for
their chic and modern designer products. Based out of Delhi, they are slowly becoming first
choice for Indian buyers who love to wear International styles at much cheaper rates. Their
products have already been featured in various leading fashion magazines in country such as
ELLE, Cosmopolitan, Femina etc.
Faircent
Faircent is an innovative Peer to peer lending platform. The concept is really new to Indian
market. They provide virtual platform where borrowers and lenders can interact directly and can
borrowers can borrow money at comparatively cheaper rates and flexible payments. Lenders also
enjoy better returns than other traditional financial lending institutes such as Banks.
ZuperMeal
ZuperMeal is a “home-made food ordering” mobile application. The company is based out of
Mumbai and offers people to have tasty, fresh and hygienic home cooked food. On the other
hand they provide opportunity to “home chef’s” to make cooking a source of income. For now,
they offer 3 Cooked Meals – Breakfast, Lunch, Dinner and side meals such as Cakes, Sweets etc.
Zeppery
Zeppery is a digital food ordering mobile application. The app is owned by Delhi based start-up
company, Inweone Technologies Pvt Ltd and currently provides their services in Delhi-NCR.
They have tied up with many leading restaurants in capital with a fixed service commission and
offers heavy discounts and deals for food ordering. They are also aiming to service at railway
stations, which makes it unique among other food ordering apps.
Voodoo
Voodoo is India’s first price comparison mobile application, which lets user compare prices of
goods and services offered by various retailers at their Smartphone only. The app gets an edge as
online buying via mobile app is getting popular in India. For now, Voodoo can compare prices of
25 leading shopping Apps such as Amzon, Flipkart, PayTm, SanpDeal, Uber, OLA etc.
PayTM – PayTM is a well known Indian e-commerce website which was launched in the year
2010 by One 97 communications. It started with online mobile & DTH recharge, electricity bills
etc. Later in 2014, they launched payTM wallet which has now become India’s biggest electronic
wallet with more than 40 million accounts. In the same year they started selling various goods at
their website, and today it is India’s largest digital goods marketplace. They have funding from
Industrialist Ratan Tata and Chinese top e-commerce company - Alibaba Group. With extensive
cash-back schemes and marketing, they have become leading name in Indian e-commerce
industry. They have their head-office at Noida and regional offices in 5 Indian cities with more
than 3200 people working for them.
Kaaryah – Kaaryah.com was established in the year 2013, to cater to the apparel needs of
working women. This website has special apparel line of comfortable and well fitted formal wear
for working women. They sell western formals such as Shirts, Tunics, Trousers, Skirts, Jackets
and formal dresses specifically designed for Indian women sizes. To make their clothes
comfortable and well fitted, they made them available in 18 different sizes. Its unique approach
and products line, made it popular and stand tall in shred of e-commerce companies. Kaaryah
adds 150 new styles every month, giving their customers more choices to choose. They have
funding from Industrialist Ratan Tata, T V Mohandas Pai and The Saha fund.
EasyKhaana – Easykahna.com is founded by 22 year old Ayush Anand in the year 2015. This
website offers fresh, homely cooked food in Delhi and Gurgaon. Their target customers are
students and corporate professionals, who are living far from their families and are bored of
eating same kind of food. Their USP is fresh and hygienically cooked food, available at your
doorstep at affordable and reasoning pricing. Unlike restaurants, their food is hygienically
packed in disposable packaging. Customers can go to their website and order food in less than 30
seconds. On financial front, they have raised funding from a private angel investor. The first few
months were difficult for them with very few orders but today they cater more than 100 orders
daily.
UrbanClap – UrbanClap is a mobile services local marketplace founded by Raghav Chandra,
Varun Khaitan and Abhiraj Bhal at Delhi. It helps people in finding right service provider for
daily activities such as carpentry, plumbing, wedding planner, yoga teacher etc from one’s local
market. The whole procedure is very simple and one can book a service in 3 easy steps – step 1-
place a request, step 2- Get quotes form urbanclap service providers and step3 – chat with them
and choose the one which suits your requirement and pricing. Unlike other local market search
engines, they only partner with trusted professionals which are verified by them. Currently they
are providing services in four cities- Delhi, Mumbai, Bangalore and Chennai. They have risen
funding of Rs 10 crores from SAIF Partners, Accel Partners and the founders of Snapdeal.
Twigly – Twigly is another food provider startup company launched in the year 2015. Twigly
offers international cuisine specially made by their professional chefs with fresh ingredients and
is sold at 20-30% lesser prices than popular fast food chains. Their fresh sandwiches,
mouthwatering pastas, awesome salads, snacks and delicious deserts at affordable pricing are
becoming popular and talk of the town. They change their menu daily, hence giving more variety
to food lovers and also has a flat 45 minutes delivery. Currently they are catering to Gurgaon and
Delhi only. But they have plans to expand it to other cities. They have got funding of
US$200,000 from incubator TracxnLabs and several angel investors.
HomeStudio – Homestudio.com is a home furnishing website that offers thousand of German
inspired and manufactured furniture range at just a click of your mouse. Their product line
includes modular kitchens, beds, TV units, wardrobes, shelves, kid’s furniture, shoe cabinets,
wall units, desks etc. They have joined hands with German based Nolte group to manufacture
their outstanding furniture range. They also offer free interior designing services and takes just 3
– 4 days in installing entire home furniture. All of their services are carried out by well qualified
professionals and workers. Their furniture range has unmatched quality with German designs
and are available at lesser prices than exported furniture.
Recently Funded Ecommerce Companies
Portea is leading healthcare ecommerce company that has raised $37.5 million Series B funding
in september 2016 from the existing investors Accel and International Finance Corporation
(IFC), a member of the World Bank Group; Qualcomm Ventures, and Ventureast. Company has
planning to use this money for hiring right talent of industry and expansion of operations.
Presently Portea has operations in 24 cities and has been growing at tremendous pace.
Ola cabs is the leading cabs company that operates from mobile app and has operations in PAN
India. Company has recently raised funding of $225 Mn (INR 1,478 Cr.) that company to uses
for expending operations. From the mobile app of Ola Cabs, customer can book cabs for
anywhere in city and reach their destination on time.
CureJoy is another ecommerce company that works across Fitness & Beauty and recently has
received seed funding of $1.15 Mn funding from by Accel Partners.
Plabro Networks is a mobile real estate ecommerce company that has recently receive the
funding of $350K from achin Bansal & Binny Bansal, Sol Primero, Outbox Ventures.
Paintcollar is a plateform for online designer to grab freelance work. Recently Company has
raised funding to expend operations.
Chai Point another famous ecommerce startup that delivery Tea at your door step has raised
funding $10 Mn from Eight Roads Ventures.
E-commerce is also not a distinction from the obstacles and deterrents:
Anxiety over online identity theft and credit card fraud.
Not being able to physically see or feel the product before purchase. Some companies
have overcome this hurdle through sampling.
The hassle of returning unwanted goods (which many companies are getting better at).
High costs of shipping associated with online purchases.
At the same time attempts are made to address those issues by firms: eBay became successful
due to the backing and protection of its consumers Pay Pal protects consumers by offering
refunds and secure servers to keep information safe. Amazon offers free shipping depending on
the product and if one exceeds certain purchase limit.
CONCLUSION
e-commerce has become a buzz word today due to the Increasing internet and mobile
penetration, growing acceptability of online payments and favourable demographics has
provided the e-commerce sector in India the unique opportunity to companies connect with their
customers .over a five to seven fold increase in revenue generated through e-commerce is
witnessed as compared to last year with all branded apparel, accessories, jewellery, gifts,
footwear are available at a cheaper rates and delivered at the doorstep.M-commerce is playing a
significant role in the success quotient of the online business which is contributing for 70% of
the revenue to the industries. It can be seen in the study that e-commerce has spread to almost
every product and services available in the market.
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